The strategy Jean-Marc Ly cogently points to in the article shows how thoughtful MVMT were creatively. It wasn’t touched on by the author, but seeing the Twitter hashtag twice, once in the lowercaae and once capitalized, I read the lowercase as #joint hemvmt. When capitalized, the hashtag flows much better — #JOINTHEMVMT. The height differences in the lowercase letters, while slight, are noticeable enough to cause the impact of the message to be weakened. Details like these can make or break a message and cost a fantastically memorable brand to hit a fly ball rather than a home run.